BRAND EQUITY OF PROCTOR & GAMBLEIntroduction This paper will answer question regarding the marketing strategy and case study of Proctor & Gamble. Proctor & Gamble Success Factor P&G has a global leader position in the consumer goods industry with many well known premium products in its portfolio like: - Fabric and Home Care: Tide, Cascade - Baby, Feminine and Family Care: Bounty - Beauty Care: Max factor, Cover Girl, Head & Shoulders - Health Care: Crest - Food and Beverage: Folgers Coffee Today P&G has 250 brands. P&G speeds up the supply chain challenges. P&G has ability to connect efficiently and effectively with the thousands of retailers who sell its products worldwide. From the smallest stores and the street corner stalls to mega markets and club stores. P&G keeps a relentless focus on managing costs so that its products represent a great value to the consumer. P&G is embracing the inflection provided by the new digital world, epitomized by the web and the internet. P&G optimized the supply chain, driving out non-value-added costs and improving employee effectiveness and productivity. For example, P&G is reinventing marketing in a digital world by using innovative web based techniques to improve its already considerable consumer listening capabilities. P&G is now conducting online consumer research and concept studies that dramatically reduce the time and money. Product innovation and product qualities are other factors for P&G marketing success. Consumers easily depend on their product for quality without any hesitation. Pringles chips is in the market for 13 years and had no success but P&G never compromise with its quality for quick profit.

2Proctor & Gamble Vulnerabilities Leading in the intensely competitive consumer packaged goods business requires that P&G have its finger on the pulse of consumers worldwide. It should be in US or abroad wherever it is. P&G product developers and marketers must understand consumer needs better that it...

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...﻿Case #16
Proctor & Gamble: Selling Through Customer Business Development
Questions for Discussion:
1.Which of the sales force structures discussed in the text best describes P&G’s CBD structure?
In the 80’s, manufacturers began to spend money to better understand consumers, and P&G more than anyone. However, they never really asked, if these needs were the same in retailers. It was the period when P&G decided, to change the sales department into a more strategic department named Customer Business Development. The objective was to indicate that they wanted to work more strategically with retailers than before. If they wanted to make the difference on the point-of-purchase, instead of trying to sell the maximum, they had to work differently with retailers. They wanted to show that Procter wasn’t only the shampoo seller, but could be also be a partner which can help them to optimize sales. They relied on Trade Marketing theories that were popular in the 90’s. Trade Marketing was defined as “a methodical procedure carried out jointly by suppliers and retailers, whose objective is to better serve customers" needs and expectations, increase profitability and competitive position, while taking into account each other’s constraints and specificity” (Crossman,2013).
Therefore, P&G’s sales force can be described as a partner from the retailer’s point of view, because of the shared benefits generated by this collaboration:
“Consumers are on the...

...of the global brands with an estimate value of &78 billion. IBM has closely behind with 71$ billion. Despite those two businesses have totally different of business nature, these two firms have a significant common characteristic which is the value of their brand is extremely high. However, the value of branding isn’t only reveal in those two firms but the entire market has the common factors which are the most successful firm always has a high value of theirbrand. Branding is one of the critical enduring assets to a company which can be the name, term, design, symbol or any unique feature can be used to identify business. Kapferer (2008) suggest that branding is the most important factor to service industry as its instinctive uniqueness like inseparability, heterogeneity, perishability and tangibility. Furthermore, CEO of McDonald’s claimed that the value of brand is worth than any of their facility and equipment. It indicate that importance of branding is powerful assets which every of marketing manager would have carefully develop and manage. In this paper, we explore the importance of BrandEquity and any of the associated metrics.
BrandEquity is the differential effect that knowing the brand name has on customer response to the product or its marketing. America Marketing Association has given a definition of brand...

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Marketing Management
Case Analysis
Procter & Gamble, Inc.
Scope
Group AE1:
Abhinav Singh (14S601)
Anima Tapadiya (14S607)
Dushan Garg (14S616)
Niharika G (14S628)
Raviteja Palanki (14S636)
Prem Sharath (14804)
Procter & Gamble, Inc.
Scope
Proctor and Gamble is a leading consumer company in the world, operating in more than 140 countries. Their primary focus is on valuing customers by providing them with quality and branded products which adds values to customer needs. There are five operating divisions which are organized by the product category. These categories are named as
Paper Products
Food and Beverages
Beauty Care
Health Care
Laundry and cleaning
This case primarily focuses on the products under health care segment. P&G’s Scope is the product under consideration in this case analysis. Initially, Listerine was a dominant mouthwash before the entry of Scope. Listerine was positioned as a therapeutic germ killing mouthwash that eliminated bad breath. When Scope came into the market, it came up with refreshment benefits as well. Gradually, its market share peaked and it became the market leader in Canada in 1976. After that many pharmaceutical firms came up with refreshment and therapeutic mouthwashes. Subsequently, it lead to decrease in market share of Scope. Later, Plax was introduced in 1988 which differentiated itself from contemporary products in a way that it focused on plaque elimination...

...
Chapter 9: Creating BrandEquity
GENERAL CONCEPT QUESTIONS
Multiple Choice
1. At the heart of a successful brand is ________, backed by creatively designed and executed marketing.
a. price
b. promotion
c. a great product or service
d. a great slogan
e. a brand concept
Answer: c Page: 273 Level of difficulty: Easy
2. The strategic branch management process involves four main steps. Which of the following would NOT be among those steps?
a. Measuring consumer brand knowledge.
b. Identifying and establishing brand positioning.
c. Planning and implementing brand marketing.
d. Measuring and interpreting brand performance.
e. Growing and sustaining brand value.
Answer: a Page: 274 Level of difficulty: Hard
3. The American Marketing Association defines a ________ as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”
a. holistic product concept
b. product concept
c. service concept
d. brand
e. brand image
Answer: d Page: 274 Level of difficulty: Medium
4. The earliest signs of branding in Europe were medieval ________ requirement that craftspeople put trademarks on their products to protect...

...Founded in 1837, Procter & Gamble is the #1 U.S. makers of household products and a recognized leader in the development, manufacturing, and marketing of a broad range of products including Crest toothpaste, Tide laundry detergent, Ivory soap, Pampers diapers, and Dawn liquid detergent. Procter & Gamble has operations in over 70 countries and employs over 100,000 people worldwide and markets to nearly five billion customers in over 140 countries.
Procter & Gamble's purpose or mission statement states exactly why Procter & Gamble is so driven in providing quality products and services to consumers all over the world. Procter & Gamble's purpose is as follows:
"We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper www.pg.com/jobs/company_culture/purpose.jhtml."
Procter & Gamble's company culture, think globally, act globally, focuses on a variety of core values: leadership, ownership, integrity, passion for winning, and trust. Procter & Gamble works well with the national cultures of Italy and Japan because Procter & Gamble thrives on diversity. Everyone at Procter & Gamble is united through Procter & Gamble's values and goals....

...Organizational Culture Profile
Proctor and Gamble:
Leadership and Organizational Behavior/BUS 520
January 31, 2014
Dr. Jelena Vucetic
Proctor & Gamble or P&G for short was formed in 1837 in Cincinnati, Ohio by two brothers in law who were originally makers of soap and candles. Proctor & Gamble is a global, publicly traded Fortune 500 company. They operate in over 180 countries.Proctor and Gamble has 50 leadership brands including Tide, Charmin, Joy and Gain. P&G brands are among the world’s best known household names including beauty, baby, feminine, family care, fabric, home care, health and grooming products.
A culture is the values and practices shared by the members of the group. Company Culture, therefore, is the shared values and practices of the company's employees.
Purpose, Values and Principles are the foundations that make up P&G’s unique culture. Throughout their175-year history, business has grown and evolved while enduring their purpose, values and principles.
Proctor & Gamble, states that their purpose is to provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward them with leadership sales, profit and value creation, allowing P&G people, shareholders and...

...Proctor and Gamble (DRAFT)
Case Discussion Questions
What strategy was Proctor and Gamble pursuing when it first entered foreign markets in the period up until the 1980’s?
• In 1915 opened a plant in Canada to produce Ivory Soap and Crisco
• In the 1970’s P&G entered Japan and other Asian Nations.
• Strategy- P&G entered a nation by acquiring an established competitor and its brands. i.e. case of Great Britain and Japan.
• Strategy- the Company developed new products in Cincinnati and then relied on semiautonomous foreign subsidiaries to manufacture market and distribute those products in different nations. In many cases. Foreign subsidiaries had their own production facilities and tailored the packaging, brand name, and marketing message to suit local taste and preferences. (NB. This took away the stress of research and development in foreign countries, thus took away unnecessary costs).
• In the early twentieth century, Procter & Gamble continued to grow. The company began to build factories in other locations in the United States, because the demand for products had outgrown the capacity of the Cincinnati facilities. The company's leaders began to diversify its products as well and, in 1911, began producing Crisco, a shortening made of vegetable oils rather than animal fats.
• Throughout the twentieth century, Procter & Gamble continued to prosper....

...Proctor and Gamble
MKT/421
This paper will describe the four elements of the marketing mix (product, place, price, promotion). In addition, it will describe how each element is implemented within a specific organization and how the four elements relate to that organizations marketing strategy. The company used in this example is both a product and service driven company and is in business for profit.
The company chosen to demonstrate the marketing mix has been a leader in the industry for many years as well as an innovator in product advertising design. Starting out as a soap and candle manufacturer, more than earned their place in the market place. The company is Proctor and Gamble (P&R) and their earliest beginnings are rooted in strong family tradition and humility from the early 1800s. The Proctor and Gamble of today is far different than the founding company operating in a global marketplace, in 140 countries, distributing their products and services to consumers two billion times a day.
With such meager beginnings and at the time of inception, their product was needless to say, unpopular. Soap in the early part of the nineteenth century was not on the priority list for consumers to spend their monies on. P&G depended heavily on their candle making but as the light bulb became more popular they quickly realized that candles had become a thing of...